Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #409 Because isn’t everything Barbie this week? On Threads, will it make it and something from us. Been a couple of weeks between notes – with school ending and then a family break – I am about. In fact from the other side of the pond this week! As always, a lot has happened. Last week I shared a little PDF I created – mainly after enough people asked me about it. It’s called the New Growth… Continue reading
Edition #408 WordPress.com launches paid newsletters, the origin of the newsletter and what does the hype from Cannes mean? I had thought with much of the vocal folks of our industry in Cannes, that the news would stop. But, as they say the news never stops. Last weeks note hit a snafu, if you missed it, read up here on Speed. WordPress launched their Substack competitor or rather features to help with it. You can imagine… Continue reading
Edition #407 Would you purposely slow down your customer experience? This weeks note on going 0 to 60 in 4.3 seconds, creator-led marketing and what skill is most in demand. I’m planning a holiday with family, and I do not mind, getting a good rental car. I love driving but live in the city with no car :(. So I’m perusing the options and find the Cupra Formentor, what a name! Formentor. It sounds formidable. And even… Continue reading
Edition #406 How our industry can’t help but appreciate how Apple does things, podcasts have been around 20 years! And Twitch pulls back on its new branded content guidelines. Spatial computing. How could I not have a newsletter this week and not mention spatial computing and Vision Pro. You just can’t. Well you can, but too late now. I did like, Facebook tried to land this space, with Meta and metaverse. And Apple comes along, and pulls it… Continue reading
Edition #405 2/3 of the way through Q2, will the promising land of H2 arrive? Cannes, JRR Tolkien on creativity and Emily in Paris. 2/3 of the way through the second quarter. With many looking to close it out on the promenade over frose in Cannes. We’re closer to the second half, will that promised, we pushed it to the second half eventuate? Let’s see as the quarter closes out. If the hype around Cannes is any indication,… Continue reading
Marketers seeking to understand the impact of their content, want to understand the engagement users take on it. This means capturing events or actions which indicate some extra level of engagement with the content. These engagement metrics would be: Attention, the way Nudge measures it, second by second, to see if someone is actually consuming the content. Average scroll, seeing how the user scrolls through the content. Engagement rate, the rate… Continue reading
Edition #404 On why some investors get a preference, Yeti & Vox and Substack spam. Back after a bit of a break. Last week Vice filed for bankruptcy. There’s been a bit of unpacking what happened. A lot of the reasons can be explained by bad capital allocation, but that’s a little too easy. Last year they did over $600m in revenue, so why has the music stopped now? It seems Vice are unable to make their… Continue reading
Each week in our newsletter we share the latest info we find. This post collates those for the year. Marketers question viability of full-funnel measurement, only 53% of marketers are confident of full-funnel measurement. Software spending in 2024 should rise 12%. 79% of marketers expect marketing goals to increase this year. Brand recall and enjoyability are the top two key attributed that determine the success of brand campaigns. 33% of business leaders said they… Continue reading
This post outlines the metrics B2B marketers should focus on when it comes to content marketing. Marketers focus on metrics that indicate that the content is having an impact on its potential customers. And for B2B, every interaction is valuable. Nudge measures content marketing for many B2B brands and the metrics that businesses focus on are: People, how many real people are consuming your content. Attention, attention is correlated to conversion rate so is vital. … Continue reading
Edition #403 On beating TikTok, AI content, google helpful content changes and the uncanny valley. I liked Tim Hwangs framing on the TikTok situation, the aim should be to outcompete it. Yeah, if you don’t like it and have a better product, yes, bring it market, do a better job, lift the standard, engage folks more. And this is what Artifact is doing, it’s not just a Pocket or an Instapaper, it’s adding community and now… Continue reading